Timex unveils Opex range of watches for women

Timex India has launched Opex, a French brand of women's watches from Timex group's international portfolio in Delhi, Mumbai, Chennai and Bangalore. It had been test-marketing the brand in its two exclusive outlets in Delhi so far.

Speaking to Business Line, Ms Aarushi Agarwal, Manager-Marketing, Timex India, said Opex is a 14-year-old "boutique brand" restricted to select stores in France, Belgium, the US and China. Timex would continue that marketing strategy in India too. It will not be distributed everywhere. Right now, it is available in all of Timex's exclusive showrooms called Time Factory, all Lifestyle and Landmark outlets, she said. In France, Opex is a premium brand but in India, it's priced between Rs 2,000 and Rs 6,000. The pricing was fixed at these points to break the mindset that French fashion isn't always unaffordable, said Ms Agarwal. "The wow! factor's the price," she added. In Paris, this range is priced euro 150-200 (Rs 10,000-15,000).

Opex will bring In its `Watch Wardrobe' by offering a watch for every occasion from a black tie event to a poolside party to a board meeting, she said. These watches can also double up as accessories - they can be worn around the neck, as a waist belt, as anklets and armlets or as fancy brooches. There is going to be a boom in the watch and jewellery market in the country and Timex hopes to capitalise on that, Ms Agarwal said.